The Role and Impact of Mix Marketing on Export of Organic Pomegranate: A Case Study in Saveh

Document Type : علمی - پژوهشی


1 Department of Economic and Environmental Management, Environmental Sciences Research Institute, Shahid Beheshti University, Tehran

2 Environmental Sciences Research Institute, Shahid Beheshti University, Tehran

3 Faculty of Agriculture, University of Ilam, Ilam

4 Environmental Protection Organization, Tehran


With increasing public concern about food quality and health of society in conjuction with destruction of natural resources, there has been recently much more attentions about organic farming in most developed and developing countries. This study aims to investigate the effect of mix marketing on development of pomegranate exports of Saveh, southwest of Tehran, to international markets providing the opportunity for improving the existing situation Accordingly, some questionnaires were distributed among exporters and manufacturers having some experiences in export. Assumptions were examined base on a t-student with single groups and Friedman test with a margin of error of 5%. The results showed that the most important factors effecting the pomegranate exports in the mix marketing are price element, product element, distribution element and the element of promotion, respectively. The results also revealed that the lack of knowledge of producers, lack of supporting the manufacturer particularly during the transition period as well as failure to support guarantee buying at a higher price are among those impediments for the development of organic pomegranate area in the region.


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